Boxoffice-May.03.1952
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eaking up the evening show In an Indoor<br />
house, just as he Is able to do without difficulty<br />
in the drive-ins. A few pleasant social<br />
moments in the lobby provide a memorable<br />
Interlude and give the patrons a<br />
chance to go back in and enjoy the remaining<br />
program all the more—as legitimate<br />
theatre operators have long known.<br />
Find a Vending Machine Increases Beverage Sales<br />
INSTITUTIONAL APPROACH BEST<br />
Actual results of refreshment service<br />
business attributable to screen trailers probably<br />
can never be gauged. It will be seen<br />
that the thinking of the majority of exhibitors<br />
who have experimented with them<br />
is toward the institutional type of approach,<br />
building for the "long haul"—rather than<br />
aiming at a hypnotic selling message that<br />
will compel patrons to surge out the next<br />
instant to the candy stand. Patrons who<br />
don't care for such products, including<br />
those who would normally like them but<br />
have just eaten a big meal before coming<br />
to the show, may be offended by too intensive<br />
promotion. The institutional approach<br />
pays off over a longer period.<br />
I<br />
Every theatre owner or manager should<br />
devote as much attention to the cleanliness<br />
of his house as to the pictures he<br />
shows there. His patrons wiU! Time consumed<br />
in giving attention to house hygiene<br />
need not be a burden on overworked management.<br />
A routine, but thorough, inspection<br />
will keep the help on its toes.<br />
The mural behind the concession stand at the State Theatre, Cuyahoga Falls, Ohio, follows the decorative<br />
motH of the theatre. Illumination from beneath the canopy highlights both the popcorn warmer<br />
and the candy case. Good point-of-sale promotion is evident in the signs and popcorn boxes on top<br />
of the warmer. An automatic drink vending machine is placed on the adjacent aisle to attract attention.<br />
M. B. Horwitz, owner, and Ray Brown jr., manager, have found that self service increased sales of<br />
drinks. Their reasoning is also that there is little desire to buy popcorn on leaving the theatre, and the<br />
concession closes with the closing of the boxoffice, but that patrons usually desire something to drink<br />
after they hove eaten the popcorn. The automatic machine thus becomes a permanent, suggestive salesman.<br />
^hROCO FOODRINK TRAY<br />
Increases Carrying Convenience<br />
Increases Food Sales!<br />
Your patrons will appreciate the<br />
convenience of the Loroco Foodrink<br />
Tray. A simple, practical design holds<br />
cups and ice cream cones securely— allows<br />
plenty of room for sandwiches.<br />
Order the Loroco<br />
Foodrink Tray jrom your<br />
paper jobber or<br />
for more irijormation write<br />
The Loroco tray snaps open, quickly locks,<br />
makes it easy for customers to carry more<br />
without the dismay and delay of dropped<br />
food.<br />
EXAMINE THESE FEATURES OF THE LOROCO FOODRINK TRAY . .<br />
then compare with ordinary troys.<br />
ocTurtwl<br />
INDUSTRIES,<br />
INCORPORATED<br />
READING, CINCINNATI 1 S, OHIO<br />
lots More Room.<br />
Designed to m.ikc all available space useful<br />
to the "n'th" degree!<br />
9 Greater Strength.<br />
Inner drink slot wall gives strength right<br />
down the middle where it's needed the<br />
most.<br />
# New Practical Arrangement.<br />
Toiid and drinks easily balance; tray holds<br />
ice cream cones, and many sizes of paper<br />
cups.<br />
9 Snaps Open, Quickly locks.<br />
Iktomes .in cfftilivc carrying tray almost<br />
instantly. This exclusive Loroco design eliminates<br />
wobbling and twisting, too!<br />
BOXOFFICE May 3, 1952 13
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